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Using Google AdWords for Growth
It’s a question we get a lot from our clients: should our small business make the investment in online paid ads as a marketing tool? Is it worth it?
Yes. And, if done wrong, no.
While it is possible to pull in a decent ROI from a pay per click campaign (Google ad revenue for 2015 was somewhat more than $67 billion dollars, so clearly businesses are using it…a lot), it also possible to waste your money. A poorly worded and managed ad is an expensive waste of your marketing resources. But, in the hands of an experienced AdWords manager, the marketing expense pays off.
We can tell you with no hesitation that properly creating and managing a Google AdWords campaign is not intuitive, and it’s not easy to do. Few business owners have the time to learn how to do it, and your marketing people are not really trained for this sort of work.
Furthermore, you’ll find that a lot of reputable PPC companies charge a bundle to manage your campaigns for you. We’re happy to say that you will find our costs very manageable, and our results effective.
We Specialize in Small Business Marketing
We’ve spent several years watching our PPC campaigns build interest in small business clients’ products and services, and have learned how to work those ads to your best advantage. Here’s why PPC beats organic search:
1) We all know that to be of value on the web, your site needs to be adwords research visible when prospects search for your category—as close to the top of the page as possible. AdWords puts you there immediately.
2) AdWords also allows you to define your market area. You can select where your searchers are located, by city, county, zip code, metropolitan statistical area (MSA), or a radius around your location. That means you pay for clicks to only the area you define.
3) You can choose very specific keyword phrases, meant to encourage a click from visitors close to making a decision, rather than ones who are just beginning the inquiry process.
4) You set a budget, and define how much you are willing to pay for a click. You set the dollar volume you’re willing to spend daily, and you can adjust that as you need.
5) Have you ever noticed how when you’ve clicked on an ad, it shows up again later on Facebook, or on other news websites your visit? That’s called remarketing. When you’re an AdWords customer, you have access to participation in remarketing. Since most buyers need a bit of time and several exposures to your information, this gives you the opportunity to remind them about your product. And that is a very powerful tool to have in your marketing toolkit!
6) Google continues to emphasize the placement of paid ads. Participating in paid search insures that your company stays abreast of this trend.
And Here’s What We Do For You
Our copywriting team will write the ad copy and manage it. Staying on top of the AdWords campaign is critical if you want to see positive results.
keyword researchTo that end, we constantly monitor the campaign, testing phrases and keywords, and tweaking the wording if it needs it. We let you know how the ad is performing, and advise you if any changes in daily dollar amounts, advertising area, or other variables might benefit from changes.
We research keywords to match the current consumer searches for your products: A very broad keyword choice will bring in too many clicks for unrelated search phrases. And a too-narrow keyword will not bring enough traffic to your site. Think of us as the Goldilocks of keywords: we don’t rest until we find the ones that are “just right.”
We also monitor the search terms Google is displaying to viewers. It may sound counter-intuitive, but we build a negative keyword list for you. This list can be used to limit the ads to more relevant searches.
It’s known in the industry that Google assigns a quality score to all ads. So although AdWords is essentially an auction, ads with a higher quality score are rewarded with a lower cost for top position.
We have also learned that by limiting one ad to each keyword group, we can enhance your quality score. We track this information for you as well, and tweak the ads as needed.
And finally, we can help you design a landing page…the page your ad points to. You’ll see a specific URL at the bottom of the ad, and that is the page that opens when the ad is clicked. Google scans this page and determines how relevant it is to the search terms you have employed in the ad. Inexperienced PPC advertisers often link their ad to their home page. Unfortunately, home pages rarely have the right keywords relating to the content of the AdWords campaign, and therefore the clicks are wasted and result in poor ad conversions. Our SEO experts can build you an appropriate landing page that Google will love and that will bring in the results for you. We track this information for you as well, and tweak the ads as needed.
It’s pretty simple, really. We do the work, and you rake in the benefits. Give us a call! We’re happy to talk with you about AdWord campaigns.
Interested in learning more? here are some resource articles to get you started: